Markova N. Management of marketing potential of metallurgical enterprises

The purpose of thesis is generalization and development of scientifically methodological and practical recommendations on improving methods of managing marketing potential of metallurgical industry. Object: the process of forming marketing potential of metallurgical enterprises. Subject: theoretical, methodological and practical aspects of managing marketing potential of metallurgical enterprises. Methods of investigations: analysis, synthesis, monographic method, system approach, method of comparative characteristics and abstracting, method of observing, experiment, expert assessment, balance and statistic methods, methods of induction, deduction, designing and explanation, graph method and abstract-logical and generalization methods. For the first time, it was offered conceptual approach to the managing marketing potential of metallurgical enterprises with short technological cycle on the basis of clarification of classification of economic potential in the field of rising quality of marketing instruments in the terms of competition. Modifications of: concept of forming mechanism of managing marketing potential of metallurgical enterprises, methodological approach to forming marketing strategies of metallurgical enterprises, methods of assessment of metallurgical enterprises readiness to the strategic changes in terms of influence of marketing environment factors. Further development: theoretical basis of marketing in the field of clarification, namely, marketing potential, methodological approach to the planning of marketing strategies of enterprise in terms of unstable market. Field of usage: metallurgical enterpeises.